Past, Present, & Future of AI: Transforming Event Marketing As We Know It
By: Guest Author
Event marketing is one of the many industries that has been transformed by AI. AI technology enables dynamic pricing, improves event success rates, allows event managers to resolve problems before they even happen, and offers a range of other groundbreaking improvements. Read on to find out how AI is disrupting event marketing.
Recommended reading: Can New Technology Give Event Planners A Competitive Advantage?
AI: past to present day
Artificial Intelligence has been part of business vocabulary for years, if not decades. The AI industry was born in 1950s America, with a 1956 workshop held at Dartmouth College.
However, the stock market crash of the mid-1980s caused investment in AI to dry up before it had advanced to a point where it could provide a tangible benefit to event marketing.
AI began to evolve again from the early 90s. The turning point in AI came with the October 2012 ImageNet victory when image recognition advanced to a whole new level. This led to the deep learning revolution — AI now making decisions based on data rather than task-specific algorithms.
Since then the term big data has become an established and necessary part of business vocabulary. Big data defines sets of data that are so big that only AI can process them.
How AI is transforming event marketing today
AI is transforming how we experience live events and revolutionising the events industry. AI makes queuing more efficient, allows you to solve problems before they appear, and enables your business to use customer-specific pricing. Below are the key ways that you can use AI to transform your event marketing.
AI transforms queuing for events
AI means you can use visual recognition to match an event attendee with their registration details. This programmatic approach to queuing helps guide the people attending your events through the entry line faster, leading to a better event experience and an increase in delegate retention.
AI is transforming event networking through personalisation at-scale
AI means you can use deep learning to play matchmaker at your events — pairing people up at networking mixers and events based on big data insights and behavioural patterns. This example of personalisation at-scale means that attendees can come to your events and be helped by AI technology to determine who they should speak to, increasing the value of the event as a whole.
AI can also make pre and post-event marketing campaigns a lot more scalable and ROI-driven. By leaning on existing delegate information and carefully harvested data via website cookies, you can send out personalised prompts via text, messenger, or email.
AI can help you bridge the gap between the offline/online event experience and enable you to invest more time (and marketing budget) on the people who are most likely to engage with you.
AI revolutionises event feedback
One of the traditional ways to review the success of your events is by getting your attendees to complete questionnaires. AI allows you to collect data about your attendees which goes deeper than just questionnaires.
AI helps you create a compelling delegate feedback funnel that ensures you are getting maximum value from every interaction. From multiple (segmented) email follow-ups to personalised and interactive feedback forms, you can tailor the event feedback funnel based on user engagement.
Incorporate a number of feedback metrics and use intelligent monitoring and social listening to allow for a more granular post-event analysis. AI can be set to track relevant topics being discussed on social media — find out what your attendees really thought of your event and then use the findings to improve the next one.
AI also allows you to capture similar data from competing and complementary events — something that you can use to inspire yours.
Anticipatory computing and event troubleshooting
Anticipatory computing is the principle of your systems knowing themselves better than you do. This has a transformative effect on your event marketing because it allows you to keep on top of fundamental details, such as your food and drink levels, and your ratio of brand ambassadors to attendees automatically — resolving problems before they have begun.
AI enables dynamic pricing and geo-targeting
With the introduction and rise in popularity of AI-driven virtual assistant devices, such as Google Home, you can get access to a wide range of data on your customers. This data can be used to offer customer-specific prices — helping you keep your prices lower than your competitors.
AI also allows you to use geo-targeting to design location targeted events. For example, AI can advise you on what topics are popular in a specific location, and you can then set up events around them.
AI has developed enormously since the technology was invented in the 1950s. Now it can store and interpret far bigger data records than any human could.
One of the most exciting aspects of the AI revolution is that business ownership and entrepreneurship have become more common. AI has levelled the playing field — meaning that more people can now set up a business in their spare time, purchase an existing business, or venture into freelance work.
Make the most of the increasingly democratic business landscape and leverage AI to help you compete — right from the tiny startup to the juggernaut: use event AI to set you apart.
Kayleigh Alexandra is a community writer for Micro Startups — a site dedicated to spreading the word about startups and small businesses of all shapes and sizes. Visit the blog for the latest insights on marketing your business or nonprofit. Follow us on Twitter @getmicrostarted.